Consumer Behaviour: Consumers Perception of Blackberry Phones
BUYER BEHAVIOUR
MODULE CODE: 4MAM7A41 MODULE LEADER: FRANK AUTON
GROUP COURSEWORK ASSIGNMENT
“INVESTIGATING THE BLACKBERRY MARKET SHARE DECLINE”
CHERRY NAIR 135803821
DESPINA LAZAROGLOU-BRIANI 13501130
FATIHI AGBAJE 13204792
DIMITRIS KASIDOKOSTAS 13534381
GREGORY ZAKHAROV 13556886 WORD COUNT: 3856
Index
Executive summary 3
Introduction 4
Objectives 6
Research Methodology 8
Research Analysis and Findings 9 Decision Making Process 9 Means-end Chain model 13 Fishbein Model 15 Attitude Theory Model 17
Conclusion 19
Marketing Recommendations 20
References 22
Appendices 27
Self Assessment 43
Executive Summary
In spite of being a pioneer and achieving phenomenal success in the smart phone market, RIM’s Blackberry has been losing market share at a steady and alarming rate since Q4 of 2009, its brand reputation and brand loyalty have suffered due to its lack of innovation and the inability to compete with trendy features of competitive brands.
The purpose of this report is to critically analyze the reasons for the falling sales of the Blackberry smart phones and determine if the downward sales arc can be reversed and how?
It was noted that the study of the following buyer behaviour models were crucial for answering the research objective questions: * Decision-Making Process * Fishbein Model * Attitude Theory Models * Means-End Chain Theory
The research was conducted by studying secondary data, conducting a focus group and us e of a survey questionnaire. After research, we maintain that for Blackberry; which can be placed as far down as the instrumental value stage of the Means End Chain model, sales
MODULE CODE: 4MAM7A41 MODULE LEADER: FRANK AUTON
GROUP COURSEWORK ASSIGNMENT
“INVESTIGATING THE BLACKBERRY MARKET SHARE DECLINE”
CHERRY NAIR 135803821
DESPINA LAZAROGLOU-BRIANI 13501130
FATIHI AGBAJE 13204792
DIMITRIS KASIDOKOSTAS 13534381
GREGORY ZAKHAROV 13556886 WORD COUNT: 3856
Index
Executive summary 3
Introduction 4
Objectives 6
Research Methodology 8
Research Analysis and Findings 9 Decision Making Process 9 Means-end Chain model 13 Fishbein Model 15 Attitude Theory Model 17
Conclusion 19
Marketing Recommendations 20
References 22
Appendices 27
Self Assessment 43
Executive Summary
In spite of being a pioneer and achieving phenomenal success in the smart phone market, RIM’s Blackberry has been losing market share at a steady and alarming rate since Q4 of 2009, its brand reputation and brand loyalty have suffered due to its lack of innovation and the inability to compete with trendy features of competitive brands.
The purpose of this report is to critically analyze the reasons for the falling sales of the Blackberry smart phones and determine if the downward sales arc can be reversed and how?
It was noted that the study of the following buyer behaviour models were crucial for answering the research objective questions: * Decision-Making Process * Fishbein Model * Attitude Theory Models * Means-End Chain Theory
The research was conducted by studying secondary data, conducting a focus group and us e of a survey questionnaire. After research, we maintain that for Blackberry; which can be placed as far down as the instrumental value stage of the Means End Chain model, sales
References: Ahonen, T., Moore, A. (2005). Communities Dominate Brands Business and marketing challenges for the 21st century Future Text, pg 230-242 Arthur, C. (2011). How Android swallowed the UK smartphone market in 18 months. The Guardian. [Online] Available at: http://www.guardian.co.uk/technology/2011/oct/31/android-uk-smartphone-growth?INTCMP=SRCH Brady, D., Miller, H. (2010). RIM 's Blackberry: Failure to Communicate. BusinessWeek. [Online] Available at: http://www.businessweek.com/magazine/content/10_42/b4199076785733.htm Baker, R. (2011). BlackBerry’s brand reputation plummets. Marketing Week, United Kingdom. [Online] Available at: http://www.marketingweek.co.uk/sectors/telecoms-and-it/blackberry%E2%80%99s-brand-reputation-plummets/3030999.article Dvorak, P., Weinberg, S. (2011). Misfires in Marketing at BlackBerry. The Wall Street Journal. Europe Edition. [Online] Available at: http://online.wsj.com/article/SB10001424052702303339904576406062012367334.html Gutman. (1982). “A means-end chain model based on consumer categorization processes.” Journal of marketing. pp 60-72. [Journal] Hawkins, D.I., Mothersbaugh, D.L (2010) Hill, S. (2011). Time for a Fire Sale at RIM? [Online] Available at: http://www.brighthub.com/mobile/blackberry-platform/articles/124405.aspx Hawkins, I., Best, R. J., Coney, K.A. (1983). Consumer Behavior: Implications for Marketing Strategy. Plano, Texas: Business Publications Inc. [Book] Kotler, P Lucas, S. (2011). Has the iPhone Replaced the BlackBerry as Business Users Choice? [Online] Available at: http://www.brighthub.com/mobile/iphone/articles/73669.aspx Malhotra, N.K., Birks, D.F. (2006). Marketing Research: an applied approach. Second European Edition. Harlow: Pearson Education Limited. [Book] Mowen, J.C., Minor, M McMillan, R. (2011). RIM, BlackBerry, and The Outage That Dare Not Speak Its Name, Wired Enterprise. [Online] Available at: http://www.wired.com/wiredenterprise/2011/10/rim-blackberry-outage/ Olsen, C., Reynolds, T. (2001). Understanding Consumer Decision Making: The Means-End approach to marketing and advertising strategy. Mahwah, New Jersey: Lawrence Erlbaum Associates. [Book] Pepitone, J Petty, R.E., Wegener, D.T., Fabriger, L.R. (1997). “Attitudes and Attitude change.” Annual Review of psychology 48, pp. 609-38. [Book] Ruth., J.A Schiffman, Leon G., Kanuk, L.L. (1997). Consumer Behavior. 10th Edition.Upper Saddle River, New Jersey: Prentice Hall. [Book] Stone, M Sage, S. (2011). Windows Phone to Beat iPhone, Blackberry Market Share by 2015. [Online] Available at: http://www.intomobile.com/2011/03/29/idc-forcasts-android-to-grab-45-smartphone-market-share-by-2015/ Tofel, K.C. (2010). Android Sales Overtake iPhone in the U.S. [Online] Available at: http://gigaom.com/2010/08/02/android-sales-overtake-iphone-in-the-u-s/ Wanke, M., Bohner, G., Jurowitsch, A. (1997). “There Are Many Reasons to Drive a BMW.” Journal of Consumer Research, pp. 170-77. Warren, C. (2011). Android, Blackberry & iOS Tied for US Market Share [STATS]. [Online] Available at: http://mashable.com/2011/02/01/nielsen-smartphone-marketshare/ Appendix 2: Worldwide Smartphone Operating System Market Share (2011) 29 Appendix 3: Measuring Blackberry’s brand index 30